Content Caching Solutions

1
Content Caching Solutions

• Caching solutions enable ISPs to retain Internet
  content on specialized servers housed in ISP POP
  facilities near end users. Reduces need to
  repeatedly pull down same content from origin
  server
• Reduces strain/origin server costs of content
  provider reduces ISPs bandwidth costs by 30-50
• Improves end user experience by expediting the
  delivery of content
• Difficult for ISPs to manage on on-going basis,
  particularly for dynamic content
• Weakens ability of a content provider to record
  site traffic page views used to determine
  advertising charges.
• Not designed to cache all relevant content, still
  highly dependent on network

2
Some trends to Watch in Content Delivery

• More ISPs hosting companies outsource content
  delivery to specialized serviceproviders.
• Growing market opportunity attracts more
  competition raising potential for pricing
  pressure. Content providers welcome less
  expensive service.
• Hosting companies want control over content in
  the data centers, not at local ISP POPs.
• Despite high expectations for future, streaming
  media services not overwhelming anyone so far.

3
Solutions for Each Point of Content Delivery Path

• Network Capacity Building bigger and faster
  pipes, routers and switches in long-haul and last
  mile (Qwest, Level 3, Covad,Excite_at_Home, Cisco,
  Lucent)
• Satellite Multicasting Extending reach beyond
  terrestrial pipes, leveraging point-to-multipoint
  solution (Edgix, iBeam, Cidera)
• Intelligent Routing Avoiding congestion and
  network failures, finding the most direct paths
  from origin to end-user
• (InterNAP, AboveNet)
• Content Caching Solutions Enabling ISPs to copy
  and store content for their own customers
  (CacheFlow,Cisco, InfoLibria, Inktomi)
• Content Distribution Services Managing and
  coordinating ISP caches, returning control to
  content providers
• (Akamai, Digital Island/Sandpiper, Epic Realm,
  Speedera)

4
Poor Content Delivery High Opportunity/Operating
Costs

• Traffic delays and packet loss translate into
  lost revenue opportunities and damage to
  reputation/brand.
• Despite 8 second rule, average page download
  for a consumer site 15 seconds (Keynote, 7/00).
• Abandon rates increase as site download times
  increases
• 7 abandon rate with a download time of 7
  seconds or less (Jupiter Communications),
• 30 abandon rate with a download time of 8
  seconds (Jupiter Communications) and
• 70 abandon rate with download times of 12
  seconds or more (Jupiter Communications).
• s Web sites lost 6.1 billion sales in 1999 and
  could lose 173 billion cumulatively over the
  next five years (Zona Research).

5
Poor Content Delivery High Opportunity/Operating
Costs
6
  A Content Delivery Network? detailled